Marketing in Progress

Gayle Kalvert
  • 5.0 (8)
  • Marketing

Marketing in Progress is a spinoff of Work in Progress that digs into what’s moving the needle in B2B. We feature marketing leaders, sales leaders, and agency owners sharing real stories, smart ideas, and no-filter perspectives—so you walk away with practical guidance to help you do your job better.

  1. 6d ago

    The Shortcut: AI can amplify your content—But it can't replace strategy

    AI can create content faster. But faster doesn't always mean better. In this episode of The Shortcut, Gayle Kalvert and Kristin Allaben unpack the difference between content strategy and content creation—and why getting the strategy right has to come first. AI will amplify whatever you give it. If you hand it a strong idea? Great. But if you give it a bad one? It just gets worse faster. In This Episode You'll Learn:  Why content strategy is bigger than simply creating contentHow consistent messaging helps your audience recognize and remember your brandWhy AI still needs human judgment, strategy, and a writer's brainHighlights: 00:41 — Kristin breaks down what content strategy really means and why every asset should ladder back to a consistent message. 01:29 — Why testing different messaging angles helps marketers understand what actually resonates. 01:53 — Kristin explains why AI can amplify great content—but you still need strategic thinking and a human editor. Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  2. Oct 6

    How to Turn Bold Ideas into Real Results

    What happens when a B2B marketing team decides to take a “bonkers” idea seriously? In this episode of Marketing in Progress, Gayle Kalvert talks with Keelia Estrada Moeller, Marketing Content Specialist at Broadcom Software’s Mainframe Division, about the creative thinking behind Big Iron Bits—a mockumentary series that brought humor, relatability, and real industry challenges into B2B marketing. Keelia shares how the team turned an unconventional idea into a full campaign, how they brought SMEs and leadership into the process, why the series was designed as an awareness and engagement play rather than a sales tool, and what the campaign’s results taught the team about creating B2B content people actually want to watch. Because sometimes the idea that feels a little too bold is the one worth pursuing. In This Episode You'll Learn:  Why pushing beyond the usual B2B content formula can help marketers find a meaningful differentiatorHow Big Iron Bits used humor, relatable characters, and real technical topics to make the mainframe world more accessibleWhy bringing SMEs and key stakeholders into the initial brainstorm can build trust and make the review process smootherHow approaching content as an awareness and engagement tool—not simply a sales or lead-generation tool—can create more room for creativityHow the Big Iron Bits campaign generated 94M impressions, 57M video views, and 2M clicks across seven channelsWhy marketers should trust their expertise, communicate consistently, and have the confidence to speak up when they have a new ideaHighlights: 00:00 — No B2B idea is too bold 01:31 — How Big Iron Bits brought mainframe marketing to life 08:43 — Bring SMEs into the initial brainstorm 13:13 — Awareness and engagement over lead generation 16:23 — 94M impressions and 57M video views 21:15 — Lean into the crazy and find your differentiator Resources Mentioned: Guest: Keelia Estrada Moeller Marketing Content Specialist, Broadcom Software — Mainframe Division LinkedIn: https://www.linkedin.com/in/keelia-estrada-moeller-b82b44139/ Big Iron Bits: https://www.youtube.com/playlist?list=PLs7CDYopP0TCzJzIo2Iy_u5RZrqA3579o Host: Gayle Kalvert Founder & CEO, Creo Collective LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  3. Sep 29

    Focus, Systems & AI: How Marketers Can Grow Without Doing Everything

    What drives growth when marketers are dealing with limited resources, more channels, and an overwhelming number of AI tools? For Cahill Camden, the answer starts with focus. In this episode of Marketing in Progress, Cahill shares lessons from his experience as a CMO in high-growth crypto and fintech companies and how those lessons still apply in today’s AI-driven marketing environment. We talk about choosing one or two channels, systematizing repetitive work, making an impact with small teams, learning through communities, and using AI and automation without letting technology dictate the strategy. Because sometimes the challenge isn’t figuring out what else to do. It’s deciding what deserves your focus. In This Episode You'll Learn:  Why focus should come before adding more channels, tactics, or toolsHow to choose one or two channels and give them enough time to generate meaningful feedbackWhy systematizing repetitive marketing work creates more room for strategic thinkingHow small teams can use time, systems, automation, and AI to make a bigger impactWhy community and asking questions can help marketers learn fasterWhy creating more AI-generated content isn’t necessarily the answer—and where AI, systems, and automation can actually helpHighlights: 04:50 — Focus before you systematize 05:42 — Go deep on one or two channels 09:44 — You have time or you have money 10:17 — Leverage systems, automation, and AI 12:42 — Learn through community 15:01 — The content problem in an AI-driven market Resources Mentioned: Guest: Cahill Camden Founder & CEO, Digital Vision and Novacast.ai LinkedIn: https://www.linkedin.com/in/cahillcamden/ Host: Gayle Kalvert Founder & CEO, Creo Collective LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  4. Sep 22

    Experiential Marketing: Good Vibes, Real ROI

    Experiential marketing can create memorable moments, but how do you ensure those moments actually drive business results? In this episode of Marketing in Progress, Gayle Kalvert talks with Sam Eitzen, CEO & Co-Founder of SnapBar, about what makes experiential marketing work, how to measure it, and why the best event experiences start with understanding your audience and your business goals. From a veterinary conference activation that engaged roughly 9,000 of 12,000 attendees to the importance of connecting events to sales and longer-term campaigns, Sam shares practical lessons on creating experiences that people remember, and that marketers can actually measure. In This Episode You'll Learn:  Why experiential marketing creates a different kind of engagement than traditional, passive marketingHow to measure experiential marketing through engagement, lead data, and brand reachWhy copying another brand’s successful activation can backfireHow knowing your audience and end goal can shape a more effective experienceHow SnapBar generated roughly 9,000 engagements at a 12,000-person veterinary conferenceWhy events should be connected to sales, pipeline, and a longer-term campaign, not treated as one-off activitiesHighlights: 00:00 — Why experiential marketing is more memorable 06:43 — Measuring the ROI of experiential marketing 10:11 — Don’t copy and paste another event’s idea 12:07 — The 9,000-person engagement example 19:05 — What actually gets buyers to stop? 22:11 — Turn your event into a campaign Resources Mentioned: Sam Eitzen LinkedIn: https://www.linkedin.com/in/sam-eitzen/ Website: www.snapbar.com Gayle Kalvert: LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  5. Sep 15

    The Fix: Episode 2 - Stop Treating Events Like One-Offs

    Your event is one day. Your campaign shouldn’t be. In Episode 2 of Marketing in Progress: The Fix, Gayle Kalvert and Kristin Allaben unpack why marketers need to stop treating events as one-off moments and start treating them as campaigns. From setting the right goals and aligning sales and marketing to planning content before, during, and after the event—and measuring what actually matters—this episode gives you one practical fix for getting more ROI from your event investment. In This Episode You'll Learn:  Why events should be treated as 3–12 month campaigns, not one-day activities.How to define the business objective and target accounts before the event.Why sales and marketing alignment needs to happen before anyone gets to the show floor.How to plan messaging and content before, during, and after the event.Why post-event follow-up needs to be personalized and coordinated, not automated and forgotten.How to measure pipeline influence, new relationships, opportunity acceleration, and other meaningful outcomes instead of relying on attendance or badge scans.Highlights: 00:00 — The problem with treating events as one-offs 04:00 — Start with the business objective 07:22 — Plan the messaging before the event 09:59 — The event isn't over when everyone goes home 12:05 — Attribution helps defend the marketing investment 14:09 — Measure the job the event was meant to do Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  6. Sep 8

    The Shortcut: Build your personal board of directors

    Entrepreneurship can look glamorous online, but the reality comes with incredible highs, difficult valleys, and plenty of outside opinions. In this mini episode, Brianna Doe shares why having a clear “why” matters—and why the people and content you surround yourself with can shape how you navigate the journey. She introduces the idea of building a “personal board of directors”: a trusted group of people who will support you, challenge you, call you out, and help you grow. Because not every opinion deserves your attention. The key is knowing whose voices you should actually listen to. In This Episode You'll Learn:  Why entrepreneurship is often glamorized online—and what it really takes to build something of your ownWhy you need a clear “why” to keep moving through the highs and lowsHow to become more intentional about the people and content influencing youWhy building a personal board of directors can help you grow, stay grounded, and make better decisionsHighlights: 01:11 — Brianna talks about the reality of entrepreneurship, from incredible highs to some of the lowest valleys, and why you need to know what you're building toward. 03:45 — Brianna explains her “does this person pay my bills?” test for deciding whose opinions deserve your attention. 04:03 — Brianna introduces the idea of a “personal board of directors”—trusted people who support you, challenge you, and help you grow. Resources Mentioned: Brianna Doe’s LinkedIn: https://www.linkedin.com/in/brianna-doe/ Gayle Kalvert’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  7. Sep 1

    The Fix: Episode 1 - How Do You Cut Through the Noise?

    Pretty good isn't going to cut through in 2026. In the first episode of The Fix, Gayle Kalvert and Kristin Allaben break down how B2B marketers can cut through the noise without overhauling their entire marketing strategy. They cover what it takes to create content that gets attention, show up in AI-powered search, and build messaging that actually resonates with the humans behind the buyer. The takeaway? You don't need to fix everything. You just need to fix the right thing. In This Episode You'll Learn:  Why B2B marketers need to take more risks with their contentHow to create content that connects with the human behind the buyerWhy your content now has two audiences: humans and AI agentsHow AI search is changing the way buyers research companiesWhy refreshing your existing content for AI can be more valuable than simply creating moreWhy detailed, nuanced messaging is critical to cutting through the noiseHighlights: 01:10 — Take risks with your B2B content 03:30 — Market to the human, not just the persona 04:27 — More content isn't always the answer 05:38 — Your content now has two audiences: humans and AI 09:40 — Refresh the content you already have 12:29 — Messaging is your marketing North Star  Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  8. Aug 26

    The Shortcut: Why 15+ touches beat one perfect email

    Most sales outreach doesn't convert after one or two touches. In this mini episode, Andre Lachlan shares why it can take 15+ touches before a prospect responds—and why persistence only works when you're actually building a relationship, not just sending more messages. The goal isn't to chase. It's to stay relevant, helpful, and top of mind until the timing is right. This is Marketing in Progress: The Shortcut—giving you one practical insight you can put to work today.  In This Episode You'll Learn:  Why it can take 15+ touches before a prospect respondsHow to stay persistent without losing the human elementWhy consistent outreach can build familiarity and establish you as a domain expertHighlights: 00:51 — Andre explains why sales teams may need 15+ touches before getting a response—and how BDRs use longer sequences. 01:20 — Why automation can help, but personalization and relationship-building still matter. 01:41 — Gayle shares how consistent outreach can make someone familiar to you—even when you've never responded. Resources Mentioned: Andre’s LinkedIn: https://www.linkedin.com/in/andrelachlan/ Gayle’s LinkedIn:  https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website: gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

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Ratings & Reviews

5
out of 5
8 Ratings

About

Marketing in Progress is a spinoff of Work in Progress that digs into what’s moving the needle in B2B. We feature marketing leaders, sales leaders, and agency owners sharing real stories, smart ideas, and no-filter perspectives—so you walk away with practical guidance to help you do your job better.

Information

  • Creator
    Gayle Kalvert
  • Years Active
    2025 - 2026
  • Episodes
    53
  • Rating
    Clean
  • Copyright
    © 2026 Marketing in Progress
  • Show Website
    Marketing in Progress